MCQ CYCLE 4: GROW UP

The pioneering operation of the English maison Alexander Mc Queen, which last year presented to the market  the revolutionary MCQ label, arrives at INSIGHT with the cycle number 4 starting with the GROW UP Icon.

 

 

The ingredients of MCQ, such as sustainability and the use of technology, mirror of an always connected generation Z, are flavored by a creative direction based on a spinning cast of collaborators that thus challenges the status quo of canonical fashion.

 

The effects of the pandemic, which affected the whole world at the beginning of 2020, give the life blood to the latest icon launched: GROW UP.

Forced isolation, long lines at supermarkets, empty shelves, have made a primordial movement of consciousness re-emerge in the individual towards self-sustenance, rediscovering the experience of the home and related activities, such as gardening.

 

MCQ's Icon Grow up returns the imagery of this new landscape through a warm and comfortable atmosphere, made up of comfortable and leisure items like tee shirts and jersey trousers that stand out thanks to bright prints, shades of watercolor and joyful illustrations of floral and foliage motifs.

 

This delicate but characterizing flora gives old fabrics new life, through patchworks games and applications of scout badges that give fun details on sweaters and sweatshirts.

 

The flowers and foliage are also present on shirts and denim; after being pressed and hammered against the fabric, they were digitally translated, thus restoring an impression of subtle and soft pigments. The use of these unconventional and almost experimental techniques is a clear example of the philosophy of the MCQ experiment and of the creative community which contribute to it.

 

For Grow up participated: Kevin Emerson, artist - Liam McRae, campaign photographer, Daniel Pacitti, campaign stylist together with Calvin How and Tino Suebert expert in fabric prints’ treatment.